Biggest changes to Google Ads you need to know about | Movers Development

Biggest changes to Google Ads you need to know about

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Google Ads is a powerful marketing platform used by companies of all sizes. That said, Google often updates this platform. This is why it is very important to keep up-to-date on any developments. Significantly, the ones that might impact your advertising strategy and campaigns. Moreover, Google’s advertising platform has seen considerable changes recently, introducing new features and tools to help businesses find and connect with their ideal customers. Here at Movers Development, we have noticed that these modifications may affect the performance of Google Ads campaigns for advertisers in various sectors. This article will review the most recent changes to Google Ads and how they may affect your campaigns. Therefore, whether you’re a Google Ads veteran or just getting started, familiarizing yourself with the biggest changes to Google Ads can help you boost your advertising effectiveness.

1. Keyword match types

If you’ve ever asked yourself, “what is the best way to advertise my moving company online” you most likely explored Google’s keyword match types. These match types are an important aspect of creating effective paid search campaigns. Moreover, they allow advertisers to control when their ads are displayed based on the specific search queries users enter. Several different match types are available, including broad match, broad match modifier, phrase match, exact match, and negative match. That said, advertisers have noted the similarities in performance between general match modifiers and phrase matches. Some even criticized Google’s simplified phrase match as an attempt to take more power and information away from advertisers. Most believe that Google is doing this to maximize its profit from auctions—so long, diversified, modified keywords. In a move that irritated marketers worldwide, Google recently broadened broad match to include phrase match.

A man is typing keywords into his laptop.
Google has altered the way keywords are used to trigger relevant advertisements.

2. Audience reach expansion

Currently, advertisers can only reach viewers of “most” linked TV apps, but that will change with the advent of Google’s new Connected TV campaigns. This update will allow Google TVs to reach a broader audience based on their preferences and characteristics. Google Ads will save the audience built for a given campaign so that it can be reused in subsequent campaigns. Maybe you’ve seen this in previous reports.

3. RSAs and the End of ETAs

In 2023, responsive search advertisements (RSAs) are about to replace traditional banner ads as the standard format for online advertising. Machine learning can now determine which ad variations to show in response to specific queries. As a result, this can be very beneficial because RSAs let advertisers enter many potential headlines and body copy combinations. The Google ads attribution report now includes Display advertisements alongside search and YouTube. This is something that is going to have an effect on PPC marketing on top of SEO for your moving company.

4. Automation

Single-participant bidding tactics have given way to bundled bid strategies. This resulted from Google announcing that the Maximize Conversions and Maximum Conversion Value bid methods will be paired with the Target CPA (tCPA) and Target ROAS (tROAS) Smart Bidding strategies. In the future, the tCPA and tROAS fields will be optional additions to Maximize Conversions and Maximum Conversion Value. Currently, marketers can run everyone’s favorite kind of campaign: Performance Max. Furthermore, Google has made additional changes to extensions to simplify the process for advertisers. All extensions will now be consolidated and displayed together. A new report called “Automatically Generated Extensions” will provide greater insight into the wings. Moreover, you can directly add automated attachments at the ad group, campaign, or account level. This gives you greater flexibility and control over your ad extensions.

5. Removal of Average Position Metric

Google Ads recently announced the removal of Average Position as a metric.  They had cited inaccurate forecasting results as the reason for its dismissal. Now, search engine marketers and advertisers will have to evaluate their Google Ads campaigns differently. The new Impression (Absolute Top) % and Impression (Top) % metrics help marketers see how often their ads are at, or near, the top. Unfortunately, these metrics do not definitively explain a personal ad’s relative placement. That being said, with more time, advertisers can gain valuable information.

A person using their laptop to look up metrics.
Advertisers will no longer be able to rely on average position metrics.

6. New “Why am I seeing this ad” Pages

One of the Biggest changes to Google Ads is that customers can now expand the “Why am I seeing this ad?” data to a full page. Most crucially, customers may see your company’s recent advertisements by selecting “see more advertising by this advertiser.” It’s like leaving a digital paper trail that shows prospects how you’re developing your advertisements and what you know about them. Similarly, it provides customers with a sense of your company’s reliability.

People looking at a "Why am I seeing this ad" page on their laptop.
The new “Why am I seeing this ad” page contains much more information.

For businesses, this new feature is a double-edged sword. It offers an opportunity to showcase its ads and build a positive reputation. However, it also means customers can easily see a company’s recent ads. This includes any that may have underperformed or received negative feedback. This emphasizes the importance of carefully crafting and testing ad campaigns to ensure they are high-quality and effective. That said, this will significantly impact PPC management for movers. Your company must be more strategic in advertising efforts to ensure you don’t turn away potential clients.


You must know the biggest changes to Google ads to stay ahead in the moving industry. With new features like Connected TV campaigns, responsive search ads, and “About This Ad” pages, it’s clear that Google is focusing on providing customers with more detailed information. That said, by staying on top of these changes and adapting your PPC management strategies accordingly, you can ensure that your ads are engaging and effective.